OOH + Campaigns copywriting examples for ecomm & FMCG brands

Browse real-world ooh + campaigns examples from the best challenger brands in ecomm and FMCG. Click any example to see exactly how to use it for your own brand.

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FeverTree

FeverTree’s 10/10 reframing move

We're suckers for copy that isn't just a good bit of copy, but that changes an entire industry in an instant. And in 2005, FeverTree did just that. This was pre-financial crisis and pre-craft boom and consumers were starting to trade up across the board. They were spending more on better coffee, better food, better wine... this idea that you could pay a wee bit more and get something significantly better was becoming mainstream across categories previously relegated to being just commodities. And so, with customers happily paying £35 for a bottle of Hendrick's, FeverTree asked "why are people paying so much for good gin and then drowning it in cheap tonic water?". And thus, this banger of an ad (and the whole thesis for their company) was born. Love it.

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Skyscanner

Skyscanner’s lightning fast OOH campaign

This would have gone in the swipe file anytime (because we're suckers for a good pun and 70s music). But to have done an ad this good with a really sticky headline that also newsjacked Scotland qualifying for the World Cup and did a play on the Scottish team's unofficial anthem and did that play on words in a way that was directly tied to Skyscanner's core messaging and get the ad up lickety-split after the final whistle? Too good. Too goddamn good.

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Surreal

Surreal’s cheeky “famous people” ads

We're massive fans of everything Surreal do with their copy, and this was one of their first massive moves with everyone from Serena Williams to Dwayne Johnson. It's funny, it's on-brand, it's attention-grabbing, it's memorable... no notes.

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Patagonia

Classic Patagonia print ad

It’ll come as no shock that we bloody love Patagonia here at DWG. They basically wrote the playbook on being a mission-led brand. (And they’ve been on our dream client list for years now.) They ran this full page ad in the NYT on Black Friday in 2011. While every other brand was promoting a big sale or discounts, Patagonia told us not to buy something. Love it.

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Tesco

Tesco’s refreshingly honest ad copy

We absolutely love this ad. Imagine leading the meeting to pitch this idea. "Hey. Well, thanks for taking the time to meet with us today. We think we're going to tell everyone that our product is cheap and comes in an ugly can..." But this ad is so good precisely because it's so brave and bold. But, even more importantly, it's based in really, really knowing how your customers think about your products.

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Huel

Huel’s crystal clear USP

It's a bit weird to include a bit of copy in this swipe file that is, objectively, not that special. And that's not to say this isn't a good bit of copywriting. (It is.) But it's not flashy or immediately inspiring in the way that a lot of the other bits of copy we've included are. However, we're massive believers in the fact that good copy doesn't have to be flashy. Sometimes the best copy is the copy that just gets out of its own way. And this does that and then some.

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